Macrow named Marketing Society Leader of the Year

The fast-food giant had a tough 2015 in the US but fared better in the UK, where it grew sales. Macrow was recognised for evolving McDonald’s marketing to appeal to a younger audience as millennials become more aware of food provenance and quality.

Under Macrow, McDonald’s launched a YouTube channel, Channel Us, which targets 16- to 24-year-olds. Fronted by YouTube stars, it posed "72-hour challenges" for millennials, such as organising a fashion show, and has racked up millions of views.

McDonald’s also launched its biggest-ever UK marketing campaign in September last year, called "Good to know", which sought to debunk common myths about the company’s food. There were also a spot highlighting healthier Happy Meals and a virtual-reality campaign to promote British and Irish farmers.

Hugh Burkitt, chief executive of The Marketing Society, described Macrow as the "clear choice" among his peers. He said: "Macrow is much admired for his innovative local approach to both its messaging and its menu, which has helped this classic global brand become more popular than ever."